Shopper Marketing: Seasonal/Event

This category features events, platforms or programs that were created to meet the demands of the shopper that are driven by a season, holiday or cultural event.

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2014 GOLD

Target Back to College After-Hours Shopping Events

Since 2010, the number of students shopping for Back to College needs at Target has been declining. To turn this trend around, we investigated the motivations driving student behavior during the momentous time in their life when they "go off to college." Bottom line: they're trying to figure out how to navigate their new life away from home. So we had to look beyond shopping and seasonal messaging and create a social event that would provide helpful information and lasting memories through interaction with their peers. Insert the Target After-Hours shopping events. These exclusive events at 40 schools were not only fun, but drove over 80,000 trips and seven figure sales results.

Brand:
Target
Client:
Target Corporation
Agency:
Periscope

2014 SILVER

Walgreens/P&G - People's Choice Awards Program

In the midst of fierce competition in beauty, how does P&G prove its worth and defend its turf at some of the most valuable retail space in the country? By partnering Walgreens with the People's Choice Awards to bring a piece of Hollywood to the best corner stores and shoppers in America. This partnership between Walgreens and P&G Beauty drove huge sales and incremental space for P&G, brought Walgreens record social engagement, and solidified Walgreens as a beauty destination for the Hollywood Dreamers on a national stage.